Keunu targets sales of $1.5 million  ( May '29,2001, FE)

KEUNU, the latest multinational to enter the Rs 300-crore hair colour market, hopes to notch up sales worth $1.5 million in the first year of its operations here. The Dutch company which has come into the country through a marketing alliance with the Rs 6-crore Brushman India Ltd, however, does not intend to manufacture nor source hair cosmetic products locally.

‘Keune, known for its premium international quality, has no intentions to manufacture hair cosmetic products in India,’’ Mr George M Keune, president/CEO, Keune said. Apart from its Tinta hair colour, Keune also launched its entire range of hair cosmetics including shampoos, gels, colours, conditioners under the Keune brand. Since Keune’s primary target audience would be professional hair dressers and not the mass consumers, it plans to penetrate into the Indian market by imparting education about professional hair colouring mainly through events and other below-the-line activities like seminars and workshops.

Starting with Delhi, the company plans to launch its products in other metros including Mumbai, Chennai, Bangalore and Chandigarh shortly. In Delhi alone, the company is targeting 80 salons in the first year of operations. It also plans to launch the first Keuene Careline Salon in Delhi, shortly. The company which has roped in Coleen Khan as its brand ambassador, plans to use print medium extensively, to build its brand. It, will however not use the electronic medium. Even as Keuene is not looking at an extensive retail presence, it however, plans to have a limited retail presence in upmarket premium department stores including Shoppers’ Stop and LifeSpring in Delhi. According to company officials, the company may also launch shop-in-shop salons in these department stores. Mail this story Print this story